Ferrero set out to future-proof its relevance with families by looking ahead, not just at today’s parents, but at the emerging behaviours and values of Gen Z, the next wave of parents-to-be. The brief was clear: in a rapidly shifting cultural landscape, what will parenting look and feel like in five to ten years, and what role might food and snacks play in that future?
Nation conducted a foresight-led qualitative study, blending expert interviews, cultural analysis, and immersive conversations with both current parents and Gen Z consumers at the cusp of adulthood. We explored shifting models of parenting, and the evolving meanings of indulgence and nourishment.
The research revealed important shifts in how parenthood and family life are evolving, prompting Ferrero to refresh its perspective and become more future-ready in how it positions and communicates its products to the next generation of parents. It’s hard to predict what kind of parents a future generation will be, but by tracing their values today and the world they’re entering, brands can anticipate the future reflexes that shape their family life.
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